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InMail best practices

Ryan Crawford
Ryan Crawford

1) The document provides best practices for using LinkedIn InMail to increase response rates and engagement. It recommends being brief, polite, personalized, and focusing on the recipient's needs rather than one's own product or service. 2) Personalized messages that mention a common contact, group, or interest and ask for the recipient's opinion are more effective than generic sales pitches. 3) The call to action should be clear for both the recipient and anyone else who may see the forwarded message.

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Linked Sales Solutions LinkedIn Sales Solutions Best Practices InMail: increasing response rates and engagement Best sales practices for using InMail Be brief Be polite, brief and to the point. Shorter is better. Start a conversation More salesy InMails get lower response rates. Instead start a conversation. Personalize your messages Customize your messages and make them high personalized. Avoid spam and canned messages. Consider some of the following: mentioning a common contact referring to a common LinkedIn group commenting on a LinkedIn group posting (theirs or someone elses) discussing a common company, experience or personal interest based on reading their profile asking for an opinion Make it about them (Radio Station W.I.F.M.) Whats in it for me? Make it about their needs, interests and goalsnot your product or service. Avoid product and service descriptions. 1 3 4 2 4
Linked Sales Solutions Develop a clear call to action Make the next steps clear. Assuming that the InMail is forwarded, as InMails frequently can be by CXOs, will it be clear what the recipient should do? Combine InMail with other contact methods By itself InMail can generate response rates substantially higher than email or cold calls. Some industry consultants have increased contact to meeting ratios with InMail as much as 8% using a multi contact approach (InMail + email and/or phone calls). Mix it up and find the pattern and approach that generates the best response rates for you. Select recipients carefully Who you choose to InMail matters as much as what you say. Recipient response rates are likely to be higher for active LinkedIn users (high number of connections, member of many LinkedIn groups, frequent updates and complete profile). Remember the option to Get Introduced InMail may not always be the most direct path. Where appropriate take advantage of the LinkedIn option to get introduced (one of the connect options along with Send InMail). The two most successful ways to gain access to a senior executive are through an internal referral (someone in their company) and an external referral (someone outside their company that they know and trust). Build your sales profile The first thing an InMail recipient will do is review your profile. Poor profiles reduce InMail response rates. Review tips for building a sales profile (LinkedIn Sales Solutions Best Practices: Building Your Sales Profile) and make sure you have a profile that builds your credibility and potential value. 5 6 7 8 9

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InMail best practices

  • 1. Linked Sales Solutions LinkedIn Sales Solutions Best Practices InMail: increasing response rates and engagement Best sales practices for using InMail Be brief Be polite, brief and to the point. Shorter is better. Start a conversation More salesy InMails get lower response rates. Instead start a conversation. Personalize your messages Customize your messages and make them high personalized. Avoid spam and canned messages. Consider some of the following: mentioning a common contact referring to a common LinkedIn group commenting on a LinkedIn group posting (theirs or someone elses) discussing a common company, experience or personal interest based on reading their profile asking for an opinion Make it about them (Radio Station W.I.F.M.) Whats in it for me? Make it about their needs, interests and goalsnot your product or service. Avoid product and service descriptions. 1 3 4 2 4
  • 2. Linked Sales Solutions Develop a clear call to action Make the next steps clear. Assuming that the InMail is forwarded, as InMails frequently can be by CXOs, will it be clear what the recipient should do? Combine InMail with other contact methods By itself InMail can generate response rates substantially higher than email or cold calls. Some industry consultants have increased contact to meeting ratios with InMail as much as 8% using a multi contact approach (InMail + email and/or phone calls). Mix it up and find the pattern and approach that generates the best response rates for you. Select recipients carefully Who you choose to InMail matters as much as what you say. Recipient response rates are likely to be higher for active LinkedIn users (high number of connections, member of many LinkedIn groups, frequent updates and complete profile). Remember the option to Get Introduced InMail may not always be the most direct path. Where appropriate take advantage of the LinkedIn option to get introduced (one of the connect options along with Send InMail). The two most successful ways to gain access to a senior executive are through an internal referral (someone in their company) and an external referral (someone outside their company that they know and trust). Build your sales profile The first thing an InMail recipient will do is review your profile. Poor profiles reduce InMail response rates. Review tips for building a sales profile (LinkedIn Sales Solutions Best Practices: Building Your Sales Profile) and make sure you have a profile that builds your credibility and potential value. 5 6 7 8 9